AW22
SWEATY BETTY
FLEX APPEAL
Campaign
A yoga and low impact focused activewear campaign with a contemporary twist. Taking inspiration from the creations of Zaha Hadid - ‘The Queen of Curves’ we focused on themes of sculpture and the unexpected. Zaha Hadid's style being intensely futuristic characterised by curving facades and sharp angles. She took the strongest materials in the world and manipulated them to form objects that appear soft and strong at the same time. Her creations are distinctive with a unique shape, style and quality making them truly iconic. In FLEX APPEAL we reflect these characteristics through our product and visual language. Using aerial yoga as a beautiful visual experience echoing ZH’s style of unique shape and form. Creative execution pushing the unexpected using a transparent floor and sculptural immersive use of fabric. Playing with fish eye and wide angled lens for unexpected moments and unique perspective. Foam like floor as part of set design reinforcing the concept of soft touch and perfect fit. Photography - Dan Beleiu. DOP - Jeremy Valender. Set - Josh James Studio.
AW22
SWEATY BETTY
FLEX APPEAL
Campaign
A yoga and low impact focused activewear campaign with a contemporary twist. Taking inspiration from the creations of Zaha Hadid - ‘The Queen of Curves’ we focused on themes of sculpture and the unexpected. Zaha Hadid's style being intensely futuristic characterised by curving facades and sharp angles. She took the strongest materials in the world and manipulated them to form objects that appear soft and strong at the same time. Her creations are distinctive with a unique shape, style and quality making them truly iconic. In FLEX APPEAL we reflect these characteristics through our product and visual language. Using aerial yoga as a beautiful visual experience echoing ZH’s style of unique shape and form. Creative execution pushing the unexpected using a transparent floor and sculptural immersive use of fabric. Playing with fish eye and wide angled lens for unexpected moments and unique perspective. Foam like floor as part of set design reinforcing the concept of soft touch and perfect fit. Photography - Dan Beleiu. DOP - Jeremy Valender. Set - Josh James Studio.